I’m not a naturally disciplined person. I’ve always been rebellious to routine, preferring to do what I “feel like”, on a timescale that suits me (no wonder I chose to be self-employed!).

But one thing I’ve learned over the last few years – by observing and listening to people far more accomplished than me – is that there is no silver bullet for success. No secret sauce. No magic solution. You just have to pick something and do it over and over again, like clockwork. This way, you build momentum, you become known and you build trust.

Every time you don’t do that thing because something more urgent got in the way, you erode that trust a little bit. It might not seem like a big deal at the time, but you’re sending a tiny signal to current and prospective customers that you don’t keep your word. That you might not be there when they need you.

A good soap opera gains a fanbase because it’s predictable. Viewers know where and when to expect the next episode, and what they’re going to get out of it – entertainment and escapism. They become loyal and tell their friends. If it were to stop airing regularly, its audience would forget it exists, and stop caring about the characters.

The same principle applies to blogging. You need to show up every week and deliver useful, interesting or entertaining content in order to become a go-to resource in your niche. If you don’t, you’ll be forgotten.